Google Does URL Shortening: goo.gl

The big Google shock from last night was that they are launching a URL shortener using goo.gl. Currently, it only works by using the Google Toolbar or within FeedBurner. You cannot simply create a short URL by going to goo.gl, you need to do so via the Google Toolbar or FeedBurner.

Why is Google doing this? They want to make it easier to share within the Toolbar and FeedBurner. Why not use Bit.ly or Tiny URL? Google said they have an infrastructure that they trust is stable, secure and speedy.

I see why SEOs are a bit skeptical. But flip it around. SEOs have been recommending that we build our own URL shorteners ourselves. Heck, I did for RustyBrick, for example we use rb.tc, so rb.tc/barry goes to www.rustybrick.com/barry.

Google hasn't yet opened it up for use outside of the Toolbar or FeedBurner, but trust me, it will be used plenty that way and shared tremendously. Google said, "if the service proves useful, we may eventually make it available for a wider audience in the future." So, how long do you give it? A month, two?